9781118345603

Decoded - the Science Behind Why We Buy

  • ISBN 13:

    9781118345603

  • ISBN 10:

    1118345606

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 03/04/2013
  • Publisher: Wiley

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Mostly, we use & purchase products without even thinking. In this book, Phil Barden shows how the hidden levels of consumption work, and what happens in the brain when we decide on a particular product. The secret codes of products are unlocked using the latest findings from neuro-psychology. We discover why we buy them and how we use them. The author shows how relevance, differentiation and credibility in the marketing of products can be significantly raised. At the same time, the book shows how exasperating and subjective debates and discussions on advertising, pack and product design can be replaced by strategic decisions which will lead to far more efficient Marketing. This is the first time that buying behaviour has been so clearly explained by showing how codes are the link between neuropsychological goals and the products and services that we choose in order to create top-selling products.

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